How does HubSpot help with lead management?

Lead management software helps marketing and sales employees to automate tasks or make them more efficient in other ways. We reveal which useful HubSpot features you should definitely use.

Buyer personas help you to better understand potential customers and therefore respond to them more effectively. HubSpot offers a tool that allows you to create your buyer persona free of charge - even without using the HubSpot CRM.

However, there are several advantages for CRM users: You can link the buyer personas you have created to your contacts and assign your leads to the corresponding buyer personas. Forms can also be linked to them so that new leads, after selecting the relevant information in the form, can be assigned directly to the appropriate buyer persona as soon as they have left their details.

Many companies produce good inbound content and thus generate a large number of leads. However, these leads often lie untouched and unqualified in the database. Processing leads manually requires a lot of time and resources that are often not available.

With automated email nurturing, leads can be accompanied along their customer journey and gradually qualified for your product or service through various further content pieces. Once set up in HubSpot, such a process sends your marketing emails at set intervals, individually for each lead.

For example, the first nurture email can be sent three days after downloading a content piece that is behind a form, and further stages every seven days until the end of the nurture is reached. These times can of course vary, as can the number of nurture stages.

The advantage here is that instead of sending these emails manually for each lead and possibly tracking them in a complex Excel spreadsheet, HubSpot automatically sends each email for the right lead at the right time.

Points can be awarded in HubSpot for every action that a lead takes on the website or in emails: a link click on a website, downloading a factsheet, registering for a webinar, etc. If a previously defined point value is reached, a notification, for example to sales employees, or another action can be triggered.

In addition, HubSpot also offers the option of determining the probability of closing a deal with automatic lead scoring. This is a score that represents the percentage probability that a contact can be acquired as a customer within the next 90 days. HubSpot also indicates the contact priority. If resources in the sales team are scarce, employees can focus on contacts with "very high" and "high" contact priority and thus achieve as much as possible with as little time as possible.

In order for HubSpot to reliably distribute the points for lead qualification, it is important to track website visitors and to be able to assign them to existing leads in the CRM. This is done with the help of browser cookies. If your users accept the necessary cookies on your website, HubSpot can also assign visits on several different days to an individual person. This also applies to actions that were carried out before a form was filled out. These can be retroactively attributed to the new user profile after the contact details have been entered.